Airbnb’s Post

Airbnb has created a new category called Icons - a list of experiences either free or under $100 - to some of the most unique stays/experiences, tying up with big-name celebrities and franchises. They have been testing similar experiences for a while, such as the Barbie Dreamhouse and Seth Rogen’s Houseplant retreat, and they are now doubling down on this strategy by creating an official category for it. While it doesn’t make sense from a financial perspective of increasing revenue directly, it sure is an effective marketing strategy to attract new segments to Airbnb, such as fans of franchises and celebrities who will check out Airbnb due to this press release. Additionally, the selection process for choosing guests creates a sense of exclusivity. Furthermore, Airbnb could use the data to assess if there is a viable market for high-end experiences based on pop-culture, potentially raising prices to more sustainable levels in the long run. #airbnb #marketing

HUGE step forward that transcends the Hospitality concept and industry.

Airbnb's new release "Icons" is a game-changer. It goes beyond just listing and booking accommodations to build a strong brand image in the minds of users. This is similar to a project I worked on at LinkedIn 18 months ago called "Job Exploration," which aimed to use the best, most exclusive, and culturally valuable assets to shape long-term brand perception. While that project was unfortunately discontinued due to the closure of LinkedIn's product and engineering offices in China, I still have fond memories of it. I wish Airbnb's new product all the best. It's a great inspiration for product people who care about more than just commercial value, CTR, and DAU, but also about values, ethics, and aesthetics. ou can still catch a glimpse of JE's essence： https://lnkd.in/e7gwVEAg

Airbnb gets it and they know how to surprise and delight their consumers. I have been consulting for their luxury department in the pst five years and I can confirm that they do have access to some of the most unbelievable and unique places before they get mainstream. How can we learn from this? • 🧞♂️Unique Offerings: Airbnb’s “Icons” include standout experiences like a stay in the Ferrari Museum—combining travel with #UNIQUE & LOCAL culture. • 💎#PREMIUM Positioning: Moves Airbnb beyond just budget stays to high-end, exclusive experiences. • 👯♀️#Brand DIFFERENTIATION : Sets Airbnb apart in a saturated market by focusing on unique, CURATED experiences that are more than just accommodations. • 🌍Market EXPANSION: Attracts travelers interested in luxury or one-of-a-kind stays, potentially increasing average earnings per booking. • 👌#QUALITY Focus: Ongoing updates improve user experience by ensuring reliable stays and reducing host cancellations, boosting customer trust and satisfaction . They are basically able to dream, and find ways to let people dream with them. A fun and clever way to create excitement 🌟

Airbnb Launches "Icon" Category: Redefining Experiential Marketing in the Travel Industry. Airbnb has done it again! The pioneering travel company has just launched its new "Icon" category, offering users the opportunity to stay in some of the most remarkable, one-of-a-kind properties around the world. From a floating house in London to a treehouse in the Redwoods, these iconic spaces promise to redefine the way we travel and experience new destinations. But the "Icon" category is more than just a collection of unique accommodations. It's a master class in experiential marketing. By curating these properties and presenting them as exclusive, bucket-list-worthy experiences, Airbnb is tapping into the growing desire among travelers for authentic, immersive, and shareable moments. This move echoes Airbnb's previous successes with experiential marketing campaigns, such as "Night At" events and "Airbnb Experiences." By consistently focusing on creating memorable, emotionally resonant experiences that align with its brand values, Airbnb has built a loyal following and differentiated itself in a crowded market. #Airbnb #ExperientialMarketing #TravelIndustry #IconCategory #CustomerExperience #mastersstudentuk

Unequivocally, IMHO, the MOST exhilarating launch in the hospitality space this year by Airbnb. The 30-minutes long announcement video introduces 11 icons that provide unique immersive experiences. These Icons span from pop culture to pop music to movie franchise and tap into the upcoming Olympics and nostalgia. Ultimately, these magical experiences toy with our curiosity, imagination and fascination. Airbnb is disrupting the experiential travel category with Icons. The offering casts such a wide net, whether you are Gen Z or a suburban family of four with a dog, I would be shocked if you don't find one or two experiences appealing. This definitely goes into the list of "I wish I am a part of the design team". #experientialtravel #Xmen #Olympics2024 #innovation #immersiveexperience

Iconic. For years, Airbnb has been redefining brand activation and brand partnerships by opening the door for guests to literally live inside brands that shape culture and personal identities. Not simply an alternative to a hotel stay, they consistently tap into what it means to really live (even if for only a day) in a completely different world. And now delivering more extraordinary experiences hosted by some of the most iconic people and moments in music, film, TV, art, sports, and beyond. The true power of experience - and a real sense of FOMO (if they kids are still saying that) on display that puts the Airbnb brand and their distinctive offering in the spotlight with some major borrowed equity. Floating away in the UP House, Hanging with Kevin Hart, and living in the clock of the Musee d'Orsay are my favorites at first glance (Purple Rain honorary mention), but I know there will only be more to come because Airbnb knows how to play the long game with this institutionalized, winning brand behavior. What iconic experience would you choose? What do you want to see next? #experiential #brandactivation #brandbreakthroughs #marketingagency

Airbnbs Experiences-focused summer product release will give 4,000 lucky winners the chance to enjoy some truly unique experiences from a living room session with Doja Cat, to a night in the Ferrari Museum. Beyond an incredible marketing activation, what could this mean for the future of AirBnB experiences? Travellers today crave unique experiences. Research from Get Your Guide showed 95% of travellers prefer to spend at least part of their trip on new and unique experiences. The nature of AirBnB experiences, led and operated by locals, rather than well-known experiences brands, provides exactly that originality. However, there have been question marks over the scalability of this approach and achieving the required density of product to serve travellers across the 220 countries it operates in. With AirBnB operating these headline experiences on a competiton bases, will Icons purely be a marketing play? or a notable step in an evolving strategy for AirBnB who have what it takes to be the biggest operator of experiences?

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